Vicente Varela begins his career at SBT with the mission of integrating data and content across the most diverse platforms
After building a career in the agency market, Vicente Varela accepted a position at SBT. He has just started his career as director of operations and commercial development at the broadcaster. LewLara\TBWA, Y&R (today VML), Fischer, HVS Havas Digital and DM9DDB are among the agencies in which Varela held leadership positions, emerging as one of the most renowned professionals in Brazilian media. He has a 20-year career and, now on the other side of the counter, is working to strengthen the synergy of data and content that takes the programming of one of the most popular broadcasters in Brazil to the audience on the most diverse platforms.
Plano
What can be expected from SBT, at this time of transformation and reformulation, is great data integration, good commercial formatting and commitment to advertisers’ results. That’s my ambition. This really delights me as a media leader. I already felt this and, knowing the house in all the arrival processes, I see that SBT brings a strong commitment to generating results. By leading the operations and commercial development area, I also want to add to the team, which has already been doing some really cool work, integrating the areas.
Gold
My main mission is to attack three strategic pillars. Bring the generation of insights and market intelligence, both to our content production base and to the commercial area, and improve the productization of our offer to the market. The idea is not just about linear TV, but also to enhance the use of our digital channels, integrating all the content generated by SBT. We want to optimize work to meet market needs. We have a lot of information to share, even more so with the new grid. Be a golden opportunity. SBT has already been increasing these results since last year and, this year, it is already off to a great start. The market can expect a lot from SBT.
Programmed
In this transformation project, the best that SBT can offer is its programming schedule. The broadcaster obviously has in its DNA all the relationships it has built over time with Brazilians. This year, our positioning, our thing, highlights precisely this connection and proximity to the Brazilian public in a unique way. The first impacts of the premieres we’ve had so far have been very good. It has programs already consolidated in the morning and with an increase in audience, as well as the shows shown on weekends, such as Eliana’s program.
Read the full interview in the edition of propmark from April 1, 2024
